Imphal: Erailu Pame is turning his back on flashy marketing. The fresh St. Joseph’s University graduate wants to sell real food. His brand, Tazai, aims to bring the distinct flavors of Manipur’s Zeliangrong people to tables across the country. He grew up in Shillong but holds deep roots in Tamenglong. He knows what actual organic food looks like.
Pame spent his youth watching locals dry chilies on rooftops and source honey from neighborhood beekeepers. He grew tired of seeing generic products masquerading as Northeast Indian cuisine. He decided to do it his own way. Tazai currently develops ghost pepper powder, turmeric with high curcumin levels, forest honey, and various traditional fermented goods.
The business model relies on transparency over speed. Pame refuses to cut corners on packaging or quality to save cash. He insists on glass jars and safe materials. He aims to ensure that local growers and producers get a fair deal for their hard work. “I’d rather talk about where we’re going than what we’ve already built,” he said.
The brand remains in its early stages. Pame hopes to eventually take these products global. He wants consumers everywhere to taste the hills of Tamenglong. He knows that building trust matters more than faking a success story.
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